AEO for commercial insurance brokers: AI search visibility ranking
How AI search engines rank commercial insurance brokers by visibility and citations. 20 brands measured monthly across Google AI Mode: which brands the AI names in answers, which domains it cites as sources, and how the leaders compare. Commercial insurance brokers advising businesses on risk transfer, property, casualty, cyber, employee benefits, and specialty coverage placement. Composite score: 70% visibility (% of AI answers naming the brand) + 30% citation rate (% citing the brand's domain). Full methodology →
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When buyers ask AI engines about Commercial insurance brokers, USI consistently emerges as the leader. With a visibility percentage of 100.0, it stands out prominently. Aon and Alliant are also top brands frequently mentioned by AI engines, offering strong alternatives for those seeking reliable commercial insurance brokerage services.
The rankings presented on this page are influenced by the sites frequently cited by AI engines, such as alliant.com and fitsmallbusiness.com. These sources contribute significantly to the visibility of certain brands, indicating that aggregator and review sites play a crucial role in shaping perceptions and rankings through comprehensive comparisons and expert analyses.
Buyers evaluating brands on this list should consider how AI engines value recent reviews and third-party validation, which are crucial in the algorithms used for rankings. Topical authority is significant as well, meaning that brands frequently cited in expert articles about specific subcategories can provide assurance and confidence in their specialized expertise.
At a glance
What we observed in this category
USI leads the commercial insurance brokers category by a substantial margin, scoring 100% visibility against a category average of 12.5%, giving it a composite score of 70.0 compared to second-placed Aon at 26.2. That gap of nearly 44 composite points is not marginal, it represents near-total dominance in how Google AI Mode surfaces broker names in responses. No other brand in the top 10 comes close to USI's visibility share, making this one of the more concentrated AI visibility distributions in the Finance parent category.
A notable divergence exists between visibility and citation across the top brands. USI holds 100% visibility but 0% citation, meaning it is named frequently but its domain is never linked as a source. Alliant presents the inverse pattern, with 0% visibility but 62.5% citation, making it the most-cited domain in the category without being mentioned by name in AI responses. HUB International is the only brand in the top 10 that carries both metrics above zero, at 12.5% visibility and 25.0% citation.
Google AI Mode is the top engine for every single brand in the dataset, indicating no meaningful split across engines in this category. The top cited sources include alliant.com alongside third-party editorial and comparison sites such as fitsmallbusiness.com, nerdwallet.com, insurancebusinessmag.com, and insurancejournal.com. This suggests AI responses in this category are anchored heavily on review and trade-press content rather than broker homepages, which explains why brands with strong editorial coverage gain citation even without direct name mentions.
Movers & shakers since last refresh
Biggest visibility risers
-
Aon 12% → 38% · rank #3 → #2+25pp
-
Marsh McLennan 0% → 25% · rank #5 → #4+25pp
-
Gallagher 0% → 25% · rank #8 → #5+25pp
The AEO ranking
| # | Brand | Visibility | Citation | Top engine |
|---|---|---|---|---|
| 1 |
usi.com
|
100% | 0% | Google AI Mode |
USI holds 100% visibility, eight times the category average of 12.5%, but records 0% citation, meaning AI names it without ever linking its domain. |
||||
| 2 |
aon.com
|
38% | 0% | Google AI Mode |
Aon sits at 37.5% visibility after a 25-point increase from the prior period, yet retains 0% citation, matching the zero-citation pattern of the category leader. |
||||
| 3 |
alliant.com
|
0% | 62% | Google AI Mode |
Alliant is the only top-5 brand with zero visibility but leads the entire category in citation at 62.5%, anchored by alliant.com appearing in top cited sources. |
||||
| 4 |
marsh.com
|
25% | 0% | Google AI Mode |
Marsh McLennan rose from 0% to 25% visibility this period, tying Gallagher at rank 4-5 with a composite score of 17.5 and zero citation rate. |
||||
| 5 |
ajg.com
|
25% | 0% | Google AI Mode |
Gallagher climbed three rank positions and moved from 0% to 25% visibility, sharing an identical composite score of 17.5 with both Marsh McLennan and Arthur J. Gallagher. |
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| 6 |
ajg.com
|
25% | 0% | Google AI Mode |
| 7 |
hubinternational.com
|
12% | 25% | Google AI Mode |
| 8 |
wtwco.com
|
12% | 0% | Google AI Mode |
| 9 |
wtwco.com
|
12% | 0% | Google AI Mode |
| 10 |
lockton.com
|
0% | 12% | Google AI Mode |
| 11 |
bbrown.com
|
0% | 0% | Google AI Mode |
| 12 |
nfp.com
|
0% | 0% | Google AI Mode |
| 13 |
howdengroup.com
|
0% | 0% | Google AI Mode |
| 14 |
acrisure.com
|
0% | 0% | Google AI Mode |
| 15 |
amwins.com
|
0% | 0% | Google AI Mode |
| 16 |
bmsgroup.com
|
0% | 0% | Google AI Mode |
| 17 |
pibgroup.co.uk
|
0% | 0% | Google AI Mode |
| 18 |
mcgriff.com
|
0% | 0% | Google AI Mode |
| 19 |
assuredpartners.com
|
0% | 0% | Google AI Mode |
| 20 |
nfp.com
|
0% | 0% | Google AI Mode |
Sources AI engines trust in this category
Across the 8 buyer-intent queries we ran on commercial insurance brokers, these are the domains Google AI Mode cited most often. If you're not on this list — or if your competitors are — that's a concrete PR / linkbuilding target.
How to read this AEO ranking
Four things worth knowing before you act on the numbers above. These are the same definitions across every industry page — for category-specific observations, see the What we observed section above (where available) and the per-brand insights inline in the ranking.
Visibility = being named
A brand's visibility % is the share of AI answers that mention it by name in the response prose. This is who AI engines actively recommend to the buyer. More on visibility →
Citation rate = being trusted
Citation rate is the share of AI answers that include the brand's domain as a clickable source link. This is what the AI treats as authoritative evidence, different from being named. More on citation rate →
Top engine differs by brand
The "top engine" column shows which AI surface each brand performs best on. Big gaps between a brand's score across engines usually points to specific content or schema gaps. How AI engines pick sources →
AEO rankings move month to month
AI engines re-crawl and re-rank on shorter cycles than classical search. We re-audit every brand on this list at least every 30 days and refresh this page automatically. How AI search ranking works →
Run an AEO audit on your own commercial insurance brokers brand
The brands above were curated from public market-leader lists. Want the same answer engine optimisation measurement against your own brand — including the queries you appear on, which competitors get named instead, and a prioritised fix list? Run a free preview.
Frequently asked about AEO for commercial insurance brokers
Who leads AI visibility in commercial insurance brokers?
USI leads with 100% visibility and a composite score of 70.0, far ahead of second-placed Aon at 37.5% visibility and a score of 26.2.
Which brand is most cited by AI in this category even though it is rarely named?
Alliant holds 0% visibility but 62.5% citation, the highest citation rate in the category, with alliant.com listed as a top cited source in AI responses.
What sources does AI cite most for commercial insurance broker research?
The top cited sources include alliant.com, fitsmallbusiness.com, nerdwallet.com, insurancebusinessmag.com, and insurancejournal.com, suggesting AI anchors on editorial and comparison content over broker homepages.
Is there any brand in the top 10 that achieves both meaningful visibility and citation?
HUB International is the only top-10 brand carrying both metrics above zero, with 12.5% visibility and 25.0% citation and a composite score of 16.2.
Which brands showed the biggest visibility gains in the most recent period?
Aon, Marsh McLennan, and Gallagher each added 25 percentage points of visibility, with Gallagher also climbing three rank positions from 8th to 5th.
Does any engine other than Google AI Mode drive visibility for brokers in this category?
No. Every brand in the top 10 lists Google AI Mode as its top engine, indicating no meaningful alternative engine contribution in this category.